Marketing your dental practice on Facebook is a great idea, but it’s important that you’re catering to your audience in every way in order to ensure that your campaigns are working.
If your plan is to just go off of what you think your audience wants to see or when they’d like to see it, you’re doing your business and your marketing campaign a disservice—especially when you have the option to track everything with tools like Facebook Insights.
Facebook Insights help you to stop the guessing game about your dental practice page and provides you with valuable insight into what you should post, when you should post, and can even highlight trends in your previously released content.
But if you aren’t sure how to use Facebook Insights to track your campaigns to determine if they’re working, then you’ll have to keep throwing stuff at the wall and hoping that it sticks. Or, you can follow along with our guide below which will walk you through which Facebook Insights metrics to pay attention to so that you can reap the biggest ROI possible on your social media campaigns.
Ready? Let’s dig in!
What is Facebook Insights?
If you’re asking, “what is Facebook Insights?” don’t worry, you’re not alone. You may be actively using Facebook to market your dental practice but haven’t even begun to look into the analytics side of things.
That’s where Facebook Insights come in; it’s the holy grail of Facebook analytics and it’s definitely something you want to get familiar with.
Essentially, Facebook Insights provides you with charts, graphs, and other valuable data that can show you precisely how your audience interacts with your business page. Having this access is invaluable to your business as it can help you to see what’s working, what’s not, and what flaws your current approach may have.
For example, one of the many points of data that Facebook Insights can collect for you is how many people “like” a specific post. If you previously had great success with a particular type of Facebook post, but are now seeing your engagement plummet, it’s a sign that it’s time to check your campaign and revamp.
The information you can gain by checking the numbers is vital to the success of your dental marketing strategy. As a busy business owner, you need the time and money you spend on marketing to count. Regularly checking in with your Facebook Insights will help ensure that your campaign is running at peak performance and giving you the most bang for your buck.
The Vital Facebook Insight Metrics
Before you go dive into your Facebook Insights and feel overwhelmed with the numbers and data, we’re going to break down the top five metrics that should be at the top of your radar and what they mean for your dental practice.
1. Actions on Page
This is the area where you can look at the numbers to determine whether or not you’re putting enough emphasis on your page’s call to actions, or CTAs. This presents a great opportunity to take a look at your CTAs and see if they’re getting the kind of interaction rates you’re looking for. If they’re not, try changing the wording to create more of a sense of urgency.
And if you aren’t currently taking advantage of Facebook’s CTA opportunities, what are you waiting for? The CTA is one of the first things your fans see when they come to your page – and you’d be missing an important opportunity if you don’t take advantage.
Here are a couple of metrics you can look at to see how well people are interacting with your page:
- Total actions on page: This graph will show how many users clicked on the “Get Directions” button, the phone number, the action button, and the “Website” button.
- Demographics by action: These metrics will help you to understand your audience better. You can see how many people click on each element and it’s broken down by age, gender, city, and device.
2. Page Views
Your page views metrics will show you just that—the number of people who view your page. The numbers will be broken down into the following metrics for more concise tracking:
- Total views: This number will show you how many total views your page received within a specific period of time. So, if you run a new ad campaign, you can take a look at how many people viewed your post but also how many people took a look at your about section, photos, reviews, and more.
- People who viewed: This will tell you how many people viewed your page by section, age and gender, country, city, and more. This is helpful in understanding who your target market should be based on the demographics of those who are interacting with your page.
- Top sources: This number will tell you exactly where the traffic to your Facebook page is coming from. Sources include Facebook, your website, Google, etc.
3. Post Reach
If you’re using Facebook Ads as part of your dental marketing strategy, then you’ll want to monitor and check how many people your posts are reaching. Checking your post reach metric is the answer, you’ll be able to track the following:
- Post reach: This number will provide you with an estimate of how many users saw your post on their screen. It’ll break the number down into organic vs. paid posts.
- Reactions, comments, shares, and “other”: This is simply the number of reactions users had to your post. The more likes, comments, and shares, the better.
- Hide, report as spam, unlikes: This will tell you how many users choose to hide your post or have reported your business as spam. If this is happening, it’s time to revisit your ad campaign.
4. Post Engagements
You’re spending money to run Facebook Ads so it’s important to know how many people are engaging with your posts and when your audience is online so that you can tailor your ads to achieve the best results. You can view the following metrics:
- When your audience (fans) are online: You’ll have access to a graph that shows which days most of your audience is online, along with a graph that will tell you the optimal times for them to be looking at your content.
- Post types: This will tell show you the success of the posts you make based on the number of users they reach, the number of clicks the post gets, and the number of reactions, comments, and shares it receives.
5. Page Previews
This metric shows you how many users previewed your page in a specific period, so if you’re running ads, you can track how many people clicked on your brand and viewed your page. It’s broken down by the following:
- Total page previews: This is how many page previews you received.
- People who previewed: This allows you to track who previewed your page based on gender and age.
Using Facebook Insights to Gain More Clarity and Improve Your Dental Marketing Campaign
With Facebook’s Insights tool, you’re able to get a clear picture of what works best for your page. It’s important that you check in with your Insights weekly and be continuously tweaking and optimizing your posts for the best results.
Your fans will begin to take notice in the form of likes, comments, and shares. By closely monitoring your key metrics, you’re able to make data-informed decisions and keep a close eye on your dental marketing strategy, driving its success.
Could Your Social Media Campaigns Use Some Improvement?
If you used this guide to gain more clarity on your Facebook Ads and you’re less than satisfied with the metrics you saw, Core Dental Solutions is a premier digital marketing agency that can help you to optimize your Ad campaign to give you the results you need to see more patients in your door.
We’ll take a deep dive into your Facebook Insights, optimizing your campaigns and improving your key metrics which will ultimately help your social media ads as well as your business to succeed.
Schedule your free dental marketing consultation here!
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